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Email marketing is arguably the oldest form of marketing that has stood the test of time.
It has been around for decades and it has proven to be reliable and effective.
However, the rapid evolution of marketing strategies has many people questioning the effectiveness of traditional methods.
Social media, influencer marketing, and other advertising methods are catching up to email marketing in terms of frequency and volume.
These new forms of marketing are more sophisticated, interactive, relevant, and timely than email campaigns which have remained largely unchanged in recent years.
A number of people have expressed concern over the effectiveness of email marketing as a result of these factors.
Some people think that email marketing is on its way out the door and will die off soon, while other people see it as still being an effective marketing strategy.
So, is email marketing dead, as some people claim, or is it just a myth?
In this article, we will discuss in depth this form of marketing to help you know whether it is still worth investing in email marketing.
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Is Email Marketing Dead?
A simple answer is NO.
Email marketing is not dead as some people claim. In fact, email marketing still remains one of the most effective forms of marketing.
Email marketing has been around for over 50 years, which makes it one of the oldest forms of marketing in the world.
However, the fact that it is old does not mean that it is not effective anymore.
Some people argue that social media marketing has completely taken over and email marketing is on its deathbed.
Yes, social media marketing has indeed become very popular in recent years.
However, despite its rise in popularity, it still cannot replace email marketing.
If there was a period when email marketing proved its resilience is in 2020 when Covid 19 struck. Most traditional forms of marketing such as billboards became ineffective but email marketing was still very useful.
In fact, most people turned to email marketing to market their products and services, which is a clear indication that email marketing is not dead.
Statistics show that over 102.6 trillion emails are sent each year. Yes, you heard me right, 102.6 trillion!
Additionally, over 3.9 billion people use emails on a daily basis across the globe with over 99% of people checking their emails every day.
This clearly shows that email marketing is still very popular and widely used by many people despite the emergence of other forms of marketing.
Currently, there are over 5.5 billion email accounts worldwide.
For many people, emails are usually associated with older people who are not so well versed with modern digital platforms such as social media.
Yes, it is true that a vast majority of older generally prefer to use emails. However, that does not mean that millennials don’t use emails.
In fact, statistics have shown that millennials are the most active email users in the world. 98% of young adults have admitted to checking into their inbox after every few hours throughout the day.
Whether they are out socializing, working, or on the move, millennials always ensure that all new emails in their inbox are read on time.
With an average of only five unread emails in their inbox, millennials have the fewest unread emails in comparison to older adults, who have an average of eight.
So, the notion that email is only used by older adults is just a myth. Millennials use emails more than older people by far. A recent study revealed that 73% of millennials prefer email communication when receiving marketing material.
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Email Marketing vs. Social Media Marketing
The reason why email marketing has stood the test of time is that it is universal and cuts across the board.
Literally, everyone, from grannies to millennials has an email address that they use frequently. This makes it a great marketing tool for people who want to reach out to a wide audience.
Studies show that people spend between 10 – 60 minutes each week browsing marketing emails. In fact, people check their emails more than they visit social media platforms.
Recent research conducted by PEW revealed that 92% who are online use email while only 79% of internet users have social media profiles.
This means that there are more people using email than social media. Email marketing is undoubtedly more efficient than social media marketing.
Research by Forrester revealed that 90% of emails get delivered to the intended inbox while only 2% of people see posts on social media platforms.
According to PEW Research, six out of ten Americans have admitted that email is very important to them.
This clearly shows that email marketing is not dead. In fact, it still remains one of the most effective and cost-effective ways of reaching out to prospects.
It is even more efficient and effective than social media marketing.
According to eMarketer, 81% of retail professionals have reported that email marketing is very effective when it comes to acquiring new customers, compared to 51% who think the same about social media marketing.
This means that email marketing is 40 times more effective in attracting new customers compared to social media platforms such as Twitter and Facebook.
This is because of the high number of people who check their email and read them compared to a low number of people who check every activity on their social media platforms.
You are six times more likely to get a click from an email than from a tweet and five times more likely to get noticed in an email than in a Facebook post.
Emails Also Work Really Well for Business Sales
Email marketing also does not disappoint when it comes to sales.
According to DMA reports, email marketing delivers more conversion (66%) than any other form of marketing including direct mail, social media marketing, and online search.
The average order value that comes from email marketing is 3 times higher than those that come from social media platforms.
This clearly shows that email marketing not only is not dead but is more important than it has ever been.
Email marketing is the best channel to use if you want to reach out to targeted customers who will quickly convert and become loyal customers. It has been around for more than five decades and it has consistently delivered quality results.
Consumers always look forward to receiving marketing emails with 61% happy to receive such emails once per week.
7 Reasons Why Emails Marketing Is Still Very Effective
1. It Delivers Targeted and Personalized Content
One of the top reasons why email marketing is still very effective is because it delivers targeted and personalized content.
You can segment your customers into different lists based on their likes and preferences and send them personalized content.
Email marketing allows you to create engaging content that relates to your target audience thus increasing engagement.
When you create content that addresses the needs of your targeted customers, the customer is likely to respond positively and that is what email marketing does.
Customers are usually at different stages of buying cycle. Some are still at the considering stage, others are at the research and compare stage and some are in the purchase stage.
Email marketing allows you to segment your target customers according to their respective stages and send them personalized emails that will move them to the next buying cycle.
2. Everyone Uses Email
Another reason why email marketing is still very effective is that everyone uses it. Statistics show that there are over 5.5 billion email accounts and out of those, 3.9 million are active.
The mass adoption of emails makes it an ideal marketing channel to utilize to market their business.
Everyone who is in your target audience uses an email which makes it a great way to communicate with your target audience.
3. Email Marketing Is Affordable
Email marketing is one of the most affordable forms of marketing in the world.
In fact, the reason why this form of marketing is still used by millions of people across the globe despite being old is that it is cost-effective.
The cost of conversion of email marketing is so low compared to other forms of marketing. It is perhaps the marketing platform with the highest ROI.
Spending $1 on email marketing will generate up to $36, thanks to their high conversion rate.
More so, a lot of resources and technology needed to run your email marketing campaign are free.
This makes email marketing ideal for people ideal, especially for small businesses that want to attract more customers without incurring huge financial costs.
4. Email Marketing Is Measurable
Another great thing that has made email marketing so effective is that it is measurable.
Unlike other forms of marketing that rely on estimation, you can track and measure all your email marketing campaigns with ease.
The success of any marketing campaign relies on the ability to monitor and interpret your marketing camping results and that is exactly what email marketing does.
It provides a simple and straightforward way to track the results of your marketing campaign. You will have access to crucial metrics such as bounce rate, delivery rates, click-through rates, open rates, and much more.
Having access to all these metrics is important because it allows you to measure the results of your campaign and help you make an informed decision that will generate more revenue.
5. It Integrates With Other Marketing Strategies
Email marketing has thrived for many years because of it its ability to integrate seamlessly with other marketing strategies.
This is mainly attributed to the flexible nature of email marketing. This form of marketing will work seamlessly with both traditional and modern forms of marketing.
You can use email marketing alongside your content, social media, search engine, and webinar campaigns.
This means that email marketing will not prevent you from using other marketing strategies to increase awareness and attract more customers.
6. It Is Very Engaging
The reason why most businesses prefer email marketing is that it is very engaging.
This form of marketing allows you to engage with your target audience on a personal level.
If done right, email marketing will make your target customers feel that you understand their needs and provide the help they are looking for.
More so, email marketing allows you to reach out to your targeted audience in real and you can customize the message to make your target client feel wanted.
7. It Builds Your Business Credibility
Besides driving more customers to your business, email marketing also helps to increase the credibility of your business.
Once a customer purchases from your store and you do follow-ups by sending them emails, they will view your business as credible.
And they will most likely make a return purchase and even refer their friends and family to your business thus boosting your profit margins.
Final Thoughts – Email Marketing Is Dead?
Email marketing is one of the most effective forms of marketing in the world today.
Although this marketing technique is among the oldest form of marketing in the world, it is still relevant and useful to businesses.
So, for those who think email marketing is dead, screw that!
Email marketing is here to stay. Email marketing is among the most resilient forms of marketing in the world.
It also guarantees a great return on investment.
For example, investing just $1 in email marketing will generate up to $36. The fact that it is personalized and targeted means that the conversion rate will be high.
Email marketing is indeed the best form of marketing for those who are looking for a cost-effective, long term and reliable marketing technique with a high return on investment.